Learning objectives: - To become skilled at basic concepts and methodologies needed to perform a marketing research study (problem proposition, sampling, collecting and analysing data, reporting findings); - To comprehend firms' problems in order to design proper marketing research studies; - To apply marketing research processes to real market situations, which are relevant to the firm; - To analyze outcomes of marketing research studies in order to suggest the most appropriate strategic orientation and operational actions. Skills objectives: - To become familiar with a wide range of marketing research methodologies; - To prepare reports and communicate results to an audience of company executives; - To make use of one of the mostly diffused software's programs for marketing research; - To participate in working groups, whose aim is to stimulate creativity and accuracy. Attitudinal objectives: - Curiosity towards marketing and its challenges; - Criticism and creativity to solve managerial problems; - Interest in applying a portfolio of diversified tools needed to draw reliable conclusions; - Ethics, according to the international code and guidelines on market and social research defined by ICC/ESOMAR.